Asking what there was before Coke may be like asking some people what there was before existence. Coca Cola is just known.

We take you back to World War II. After the bombing of Pearl Harbor with America at war the PR people from Coke positioned the drink as a reminder of home to GIs fighting overseas. The U.S. Government agreed and Coca-Cola bottling plants were opened in countries all over the world, giving soldiers access to the patriotic beverage and Coca-Cola a global reach upon completion of the war.

This goes to show that opportunity is everywhere and the big companies got that way by seeking out and capitalizing on said opportunities. Brand expansion doesn’t have to be global in scope. Be creative, and think about opportunities to expand your brand in local markets and through niche avenues.

Research:

* This goes to show that opportunity is everywhere and the big companies got that way by seeking out and capitalizing on said opportunities.

Objectives:

* To positioned the drink as a reminder of home to GIs fighting overseas.

Strategy:

* PR people from Coke positioned the drink as a reminder of home to GIs fighting overseas.

Tactics:

* Giving soldiers access to the patriotic beverage and Coca-Cola a global reach upon completion of the war.

Evaluation:

* This goes to show that opportunity is everywhere and the big companies got that way by seeking out and capitalizing on said opportunities. Brand expansion doesn’t have to be global in scope. Be creative, and think about opportunities to expand your brand in local markets and through niche avenues.